the data that can help marketers pinpoint those key moments during the buyer’s journey can be found in customer interactions, both in their personal and professional spheres. However, professionals

now consume content and information across a wide array of platforms and devices, making it very difficult to keep up with the customer experience.

Intent data can help brands bridge this gap, by knowing how and when to reach customers through monitoring their content consumption. This is also a key trend for B2B media owners; in fact, in the Outsell Information Industry Outlook 2014: Convergence Now!, aligning content and marketing with individual users’ intent and context was featured as a key growth driver for media.

According to Outsell, a media owner’s ability to integrate analytics into every operational and planning discipline to

follow users’ intent, leads to more targeted content and more relevant advertising. This, in turn, leads to higher conversions and more engaged and loyal readers, who value the information and services more highly.

Content Consumption Monitoring (CCM) is a technology from Madison Logic that aggregates and organises behavioural intent and uses research signals to drive personalised engagement, stronger retention and greater lead to sales performance. The basic concept of CCM is that by leveraging content consumption intelligence, marketers can be more effective at reaching the right people at the right time.

Marketers can develop highly effective campaigns that push content to B2B buyers with high resonance by aligning the content with the research activity associated with a buyer’s company, demographic segment, and/or de-identified cookie profile. Using the insights of CCM, marketers can move prospects down the funnel with greater accuracy, delivering higher quality leads »

to sales, while also resurrecting dormant leads that were thought to no longer be interested in the marketer’s solutions.

Madison Logic’s technology can be summarised into a three-step process:

1. AGGREGATION: Madison Logic created a contributory model whereby partners share intent data in order to enjoy all intent data across the CCM ecosystem for the partner’s first party audience. These contributory media partners range from small websites to larger publishers and marketers in the B2B space like UBM. Their Contributory Data Program is the largest in the industry and assesses over 200 million user initiated interactions each month.

2. ORGANISE: With consumption signals aggregated, the technology then consumes the disparate, unstructured datasets and collates them into useful signals for the industry. Content including

issue 84_2014 | Magazine World |49www.fipp.com

INSIGHT: B2B

WE HAVE EXCITING NEWS FOR YOU � For more information on opportunities in sponsorship, advertising and exhibitions, please contact Stuart Hands, Commercial Manager, on stuart@fipp.com or Andre Glazier, Sales Manager, on andre@fipp.com, both on +44 20 7404 4169.

Commercial opportunities across multiple platforms

SPONSORSHIPADVERTISINGEXHIBITIONS

fipp.com

strategic

website

newsletter

webinars

events

publications

apps

training

fipp sales 2014.indd 1 13/02/2014 18:22

If big data is the ‘new oil’, then perhaps the new ‘rocket-fuel’ for B2B brands is intent data, which is being used to drive efficiency through reaching and engaging with professionals who are ‘in the market’. The B2B buying process is generally long and collaborative, and intent is an increasingly important factor in building, as well as nurturing and keeping relationships with B2B customers, writes Michael Toedman.

The power of

intent

A roadmap for successful creative magazine media strategiesINNOVATIONS IN MAGAZINE MEDIA 2014 WORLD REPORT

“Explores the four major changes exploding on the magazine media front...” JOHN WILPERS, INNOVATIONS EDITOR

Publications Resources Communications♦ Innovations in Magazine Media World Report ♦ Toolkits ♦ Magazine World - six times a year

♦ World Magazine Trends ♦ Slides ♦ Update -fortnightly industry news

♦ Digital Media Factbook ♦ Webcasts ♦ Insight - monthly research news

♦ Proof of Performance: Making the case for magazine media ♦ Videos ♦ www.fi pp.com/subscribe

♦ WMM: Licensing & syndication explained

WHERE TO FIND MORE FIPP INSIGHT:

THE LATEST STUNNING

INNOVATIONS

GET YOURS TODAY:

www.fi pp.com/insight

print digital app

[Enter the world of Fipp Insight by

scanning this page with the blippar app]

innovations ad 2014.indd 1 30/07/2014 16:43

UBM Tech was looking to test the ability of intent data to improve CTR for an email campaign promoting a white paper download to users that have researched content related to similar topics. The campaign created was designed to re-engage dormant leads in their database with an email marketing campaign.

Click-through rate performance saw a 375 per cent improvement from normal, with a 200 per cent increase in whitepaper downloads.

Paul Miller (left), CEO, UBM Tech, said: “The ability to connect the rich data gleaned from UBM Tech’s extensive interactions with more than 9.9 million tech decision makers with an expansive B2B data stream in real-time allows us to provide more scalable, targeted marketing solutions. We are overlaying Madison Logic’s data across our suite of solutions to help power decisions from content recommendations to email segmenting to digital advertising.”

Michael Toedman is founder and managing director of Soho Syndicate, a media and marketing consultancy focused on international, digital and commercial strategy, and has recently launched www.b2bsyndicate.com, a platform to feature expert practitioners in B2B media and marketing, including thought-leadership, professional development and benchmarks. Toedman also serves as international managing director for the Business to Business Network (www.bbnnetworks.com). Prior to Soho Syndicate, he served in senior roles at BusinessWeek, Euromoney and Institutional Investor in London, Hong Kong and New York. He served as president of the International Advertising Association in Hong Kong (1998-2000), and joined the IAA UK board in 2001, including two terms as president (2007-2011), and currently serves as chairman of the UK chapter.

Net Communities was looking to drive pre-event registrations for IP EXPO, a leading Enterprise IT event in the UK, produced by Imago Techmedia, using an email campaign.

The newsletter database for ITProPortal.com was placed into Madison Logic’s Email Segment Builder, along with content that would be promoted, which identified 10 smaller segments of users that had expressed interest in the 10 topics related to IP EXPO. These 10 segments were targeted with email creative relevant to each topic, while a control group of users received email messaging with a generic creative.

Andy Evans (left), CEO of Net Communities, said: “Our strategy is to increase our engagement with our customers. Intent data provides the insights behind the audience and will be used to power our multichannel communications to our customers.”

Click-through-rate performance increased by 4.1 times, registrations increased 6.9 times, and attendance rate

CASE STUDY

CASE STUDY1

2

issue 84_2014 | Magazine World |51www.fipp.com

INSIGHT: B2B

whitepapers, webinars, web articles and search activity are analysed, and then in real-time, the system applies intent topics to this activity and uses proprietary scoring techniques to determine which segment of B2B buyers are interested in specific topics. This process involves properly linking a cookie-based profile with a company, a geographic region, an industry, job title, or other relevant business attribute. This is an important step, as without a single source of harmonised, standardised intent data, there would be incredible challenges for the industry to consume and make use of the data.

3. AUDIENCE SEGMENTATION: The utility of standardised intent data brings us to the final stage of CCM, which is making the data actionable by providing audience segmentation tools to accelerate lead scoring, lead nurturing, lead retargeting and multi-channel marketing campaigns including email and display.

This approach is not only a valuable tool for B2B brands, but also for B2B media owners, who can leverage the insights not only to improve their own content creation and engagement with users, but also to better serve their B2B brand clients. Erik Matlick, CEO of Madison Logic, puts it simply: “There is no better behavioural signal than listening to what content is being consumed.

In our B2B world, business buyers need information relevant to their needs and CCM provides just that insight. It allows marketers or media owners to provide relevant, timely information.”

Knowing how and when to reach out to your customer means monitoring their content consumption and working with a platform that layers that rich intent data atop other demographic and behavioural data points to create highly-qualified,

accurately-targeted audience segments. Once the creation of those segments becomes automatic via the right data platform, it’s easier to engage with them.

Another great use case for intent data is user email verification. For example, a company can upload their email database into the Madison Logic’s Email Segment Builder, and by using CCM technology, they can find out which email addresses have been actively downloading and consuming content on the internet. This is a quick and easy way to gauge whether or not a user is in fact using a verifiable email address.

Brands are increasingly leveraging content marketing and acting like publishers to succeed, and B2B media owners need to also be leveraging the technology and tools used by B2B brands to better plan, engage, and serve their readers and clients.

Madison logic email segment builder

TOPICSIDENTIFIED

INTENTIDENTIFIED

EMAIL SEGMENT IDENTIFIED

Uploadsintent & topics

Uploadsdatabase

Uploadsasset

EMAIL SEGMENT BUILDER

DATA MATCH CONTENT CONSUMPTION MONITORING

Erik Matlick, CEO of Madison Logic

Upload your assets into Data Match and the key intent topics will be identified

Upload your database. The Content Consumption Monitor will identify your prospects by their expressed intent

The Email Segment Builder matches your asset topics to prospects’ intent to produce email segments